Nobody enjoys seeing error messages. They're the digital equivalent of hitting a roadblock on a journey you expected to be smooth. But errors happen, and as UX writers and designers, it's our job to make these frustrating moments as painless—and even positive—as possible. How? By crafting empathy-driven microcopy that turns user frustration into understanding and trust.
Here's your guide to creating error messages that improve your app's user experience, retain user trust, and even deepen brand loyalty.
Error messages typically pop up at the most inconvenient times. Users may be trying to complete an urgent task or are already frustrated after encountering multiple issues. This is precisely when empathetic UX writing can have the greatest positive impact.
Instead of robotic or vague language like "An unknown error has occurred," empathy-driven microcopy shows users you understand their frustration, care about their experience, and are actively helping them resolve the issue.
Let's explore several actionable strategies and UX design best practices to enhance your error messaging.
Before giving solutions, first acknowledge the inconvenience. Users appreciate honesty and recognition of their feelings.
Impersonal example:
"Error. Invalid submission."
Empathetic example:
"We know this is frustrating, but it seems something's missing. Mind checking again?"
The second approach immediately diffuses frustration by acknowledging it openly.
Clarity reduces anxiety. Vague, technical, or jargon-filled user interface copy often intensifies frustration, leading to confusion and abandonment.
Unclear example:
"Error 504."
Clear and helpful example:
"The page took too long to load. Please check your connection and try again."
By clearly describing the problem, users know exactly what's happening and how to proceed.
Good UX writing always directs users toward a resolution. Your error messages should not just point out problems; they should guide users toward a next step.
Unhelpful example:
"Unable to process your request."
Helpful example:
"We couldn’t process your payment. Double-check your card details or try another card."
Immediate, actionable steps help users feel empowered instead of stuck.
Consistency in your app’s tone of voice builds familiarity and trust. Users should feel they're interacting with a consistent personality—even in moments of frustration. If your app typically speaks in a casual, friendly manner, maintain that voice even when errors occur.
If your brand personality is upbeat, your error messages might read:
"Oops! Something went wrong on our end. Give it another go."
If your brand’s tone is more formal, your message might say:
"We're experiencing technical difficulties. Please refresh your page or try again shortly."
Maintaining a consistent tone prevents confusion and builds brand coherence.
Crafting consistently empathetic, clear, and helpful error messages can be challenging, especially at scale. AI copywriting tools like UX Ghost.ai can streamline this process. These tools help quickly generate multiple variations of empathetic error messages tailored specifically to your brand voice and audience.
For instance, UX Ghost.ai could instantly create multiple user-friendly versions of a "connection error" message, allowing you to quickly choose or test the best fit for your audience:
"Looks like the connection dropped. Check your Wi-Fi and try again!"
"Can't connect right now—make sure you're online and give it another shot."
AI assistance speeds up your workflow, maintains brand consistency, and enhances user experience.
Even empathy-driven microcopy isn't set-and-forget. Regularly test your error messages through user research and A/B testing. Track metrics like retry attempts, abandonment rates, and user feedback to identify which messages resonate most effectively.
For example, test variations of a checkout error message:
Option A: "Something went wrong. Please retry your payment."
Option B: "Your payment didn't go through. Please verify your card details or try another payment method."
Monitoring performance ensures you're continually refining your UX copywriting based on actual user behavior and feedback.
Consider popular services like Airbnb, Slack, or Spotify. They consistently handle errors gracefully, reassuring users that mistakes or glitches are temporary, manageable, and understandable.
Slack's friendly error message:
"Hmm, we couldn't upload your file. Double-check your connection and try again?"
This kind of friendly, conversational tone makes errors feel less stressful and more human, boosting user trust.
Technical jargon: Avoid terms users might not understand.
Blaming users: Never imply user fault ("You did something wrong").
Generic messages: Avoid vague or overly general language; specificity builds trust.
Humor without care: While humor can be great, avoid jokes in sensitive scenarios (like payment or privacy-related errors).
Empathy-driven error messages are more than just a nice-to-have—they are a critical component of a positive user experience. By acknowledging frustration, clearly communicating issues, providing actionable guidance, and maintaining consistency in your tone of voice, you turn challenging moments into opportunities for building user trust and loyalty.
Leveraging tools like UX Ghost.ai can further streamline this process, helping you quickly create effective, empathetic error messages at scale.
Remember, even when things go wrong, your UX writing can still go right. Empathy makes all the difference.
